It turns out it is MSI which I was trying to rediscover. They also supported CoreBoot development. All good signs for Linux compatibility and friendliness. They call it Winki.http://event.msi.com/mb/tech/winki-3.php
I expect I will usually use my own installed distribution usually, but I like having an option to fall back to in a pinch; such as if my disk dies. When I want to upgrade, maybe it will be nice again to use Winki to put the motherboard to other use and bring the storage to my new machine -- some distant year.